Air Travel Industry Taps Into Micro-Moments for New Ancillary Revenue Opportunities
Find Your Way There
One clear micro-moment is in the booking phase: When someone books a flight, the opportunity presents itself to offer a hotel or rental car deal. Messaging is key here, both visually and in writing. Travelaer worked with Finnair to revamp the airline’s booking engine, empowering it to include hotel bookings and ancillary sales. “We started working with Finnair in 2016 and built upon all of our experiences working with stopovers and Icelandair for almost six years,” Slone says.
Travelaer learned how important the visual aspects of the process were to the traveler, and developed accordingly: “We combined a mapping element that is connected to the booking widget to display the customer’s itinerary and timeline on the map, so that customers could visualize what they were booking before they ever leave the booking widget.”
“Maps and augmented reality are the perfect canvas to surface contextualized information; they allow passengers to explore where they want to spend their time.” – Campbell Kennedy, LocusLabs
The term “customer journey” has reached buzzword status in the online retail community, but travelers are on a physical journey, too, opening up the opportunity for offline touchpoints. Advances in indoor mapping technology have provided new opportunities for reaching travelers in a rush: Five minutes is enough time for that cup of coffee from the café you didn’t even know was there. “In today’s world, where consumer experience is king – the experience era – it’s imperative to offer a great experience to increase customer loyalty, which inevitably leads to increased sales,” says Campbell Kennedy, CEO and co-founder of LocusLabs, an indoor wayfinding startup. “We also know that when passengers are less stressed, they spend more money, according to a recent SITA study.”
Like Travelaer, LocusLabs works closely with mapping technology, albeit at a different scale: “Since maps and augmented reality are the perfect canvas to surface contextualized information, offers or vouchers, they allow passengers to explore their options to see where they want to spend their time,” Kennedy says. “And often, time is money.”
Kennedy cites security queues as a squandered opportunity for airports to further engage their customers, adding that it would pay off if travelers knew exactly how far they were from their gate, which would in turn mean knowing how much time they have for shopping or a second drink at the bar. “The entire in-airport portion of the journey is largely missed,” he says. “Today’s airports have mostly physical signage and storefronts with almost nothing in the way of digital. However, look at all the people staring down at their phones next time you’re at an airport!”